Hug a hoodie

After 75 years the men’s suit has been removed from the basket of goods used to calculate the annual rate of inflation. I’m surprised it’s been in there that long.

In the same month, Spanish airline Iberia announced its female crew members would now be allowed to wear trainers – but only during the flight: heels must remain at all other times.

Isn’t it strange, this fear of the casual?

I was chatting to a client last week about dress down Fridays and the stir they caused in the City when they were introduced in the 90s. No one knew what to wear. People tended to put on everything they usually did, apart from the tie. Until they saw what their American counterparts were doing, and off they went to stock up on chinos and polo shirts.

Having a ‘uniform’ certainly makes it easy to get dressed of a morning – it takes away the need to think; it also provides something to hide behind.

Being yourself. Well, that can feel a little risky.

But in business as in life, it can be incredibly effective.

Witness the admiration for Ukraine’s president Volodymyr Zelensky’s approach, supported by his warm, empathetic language, and unfussy attire.

It’s worked so well that French president Emmanuel Macron has been accused of engaging in Zelensky cosplay by channelling his look. Images show the normally besuited president looking unshaven in a French special forces-branded hoodie and dishevelled hair.

The wartime hoodie has become shorthand for empathy, which is what every politician – and brand – wants.

And with two weeks until the election, so why not pull out the big guns?

Because as we know, it’s not as easy as dumping the cufflinks for a khaki sweater.

Just as a new logo and softer colour scheme isn’t going to suddenly change people’s view of your business.

As the rom coms say, it’s what’s inside that counts. Which is why it’s so important for a business to have its values, approach, beliefs, mission and purpose in place. If that’s aligned, then you have nothing to fear. And it really doesn’t matter what you wear.